Shaping Consumer Preferences

The National Cattlemen’s Beef Association is a proud contractor to the Beef Checkoff. The work NCBA conducts on behalf of U.S. farming and ranching families is focused on the areas of Consumer Information, Promotion, Research and Industry Information. Programs from Consumer Information are highlighted here.

Within this work, Consumer Information plays a key role. Through its Authorization Request (AR), NCBA partners with trusted experts, creators, media, and channel partners to educate and inspire consumers about beef — building credibility and driving demand. The AR reaches four distinct audiences through tailored programs, engaging consumers at key moments from inspiration and education to purchase, and ensuring beef’s story is shared by voices they trust across the platforms that matter most.

The Thought Leader Outreach and Engagement program builds relationships with influencers and subject matter experts, such as recipe creators, food lovers, celebrity chefs, and beef advocates, who positively shape how consumers think about and purchase beef. Through authentic storytelling, these voices build trust by showcasing beef’s superior taste, convenience, and versatility, while demonstrating how beef fits into a wide range of lifestyles and well being journeys.